Amid speculation that the rift between the two ruling alliance partners, the Rashtriya Janata Dal and the Janata Dal (United), is widening, JD(U) leaders on Sunday said Chief Minister and party president Nitish Kumar could attend the RJD’s proposed rally here on August 27. “Our leader Nitish Kumar will be attending the RJD’s anti-BJP rally in his personal capacity, if he is invited”, JD(U) spokesperson Sanjay Singh told journalists after the party’s state executive committee meeting. Mr. Kumar, earlier, had addressed the meeting and appealed to leaders to strengthen the party organisation. Party sources told The Hindu that Mr. Kumar also asked party spokespersons to refrain from making contentious comments.He made it clear that he had no political plans outside the State. “I will remain in Bihar,” he told the executive. Mr. Kumar was emphatic that his party had been following the coalition dharma and would always follow it. “I will continue following my own ideology unmindful of its consequences”, he told the meeting.Earlier, some senior JD(U) leaders had said that the party would not be attending the RJD’s proposed mega rally BJP hatao, Desh bachao. “The rally is being called by the RJD and not by the JD(U)”, said JD(U) leader RCP Singh. Facing dubious land deal charges against his family members and reopening of fodder scam cases in which he is an accused, RJD chief Lalu Prasad Yadav had called the anti-BJP rally saying all non-BJP party leaders like Congress president Sonia Gandhi and vice-president Rahul Gandhi, West Bengal Chief Minister Mamata Banerjee, Odisha Chief Minister Naveen Patnaik, former Prime Minister H.D. Deve Gowda, former Uttar Pradesh Chief Minister Akhilesh Yadav, BSP chief Mayawati and Left party leaders would participate in it. Party sources said Ms. Banerjee, Ms. Mayawati and SP president Akhilesh Yadav have already sent their consent to attend the rally.At the JD(U) meeting, while making oblique reference to the Congress party’s apparent displeasure over his support to NDA’s presidential candidate Ram Nath Kovind, Mr. Kumar reportedly said “the Congress party has been changing its political principles but he would not change his principles whatever be the consequences.” “Hamare neta pichhlaggu nahin, dusare log pichhlaggu honge (Our leader would not be pillion of anybody, others could be)”, Mr. Sanjay Singh later told the media.
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Marketers considering ads always ask me the same thing: “How much should I spend?”It’s a good question — an important question — but it’s the wrong question. The right question is: “For every dollar I spend on ads, how much will I get back?”If you know the answer to that question, or at least have an educated guess, it matters less how much or little you can spend. To help you figure this out, we’re launching a free tool called the HubSpot Advertising ROI Calculator.This simple calculator allows you to explore how different metrics will impact the profit and ROI you can expect from ads. It will help you get the math right, so whether you have $100 to spend or $100,000, you won’t have to guess at the outcome. Ready to give it a try? Click here to check out the HubSpot Advertising ROI Calculator.How to Plan for Ad Spend SuccessToo many marketers tell me about getting burnt by ads. They build an AdWords campaign to rank for important search terms, it drives clicks, traffic, and leads, but ultimately their ad spend outweighs the impact of the ads.These marketers end up learning a really expensive lesson — one that could be easily prevented by following these simple steps … 1) Do the math.Ads aren’t right for everyone. Some industries have extremely high competition with astronomical CPCs. Some products have too low of an average sales price for the economics to work.To determine if ads are worth your time, run the numbers specific to your business through our calculator. With the tool you can explore how a change in numbers, a lower CPC or higher close rate for example, will impact a campaign. This will give you a better idea of what it will take to create an ads campaign that makes you money.2) Never set it and forget it.Try not to look at ads as a shortcut. It’s possible to get to a place with ads where they become a recurring source of profit … but typically that’s not how things start.Don’t be surprised when a week after your campaign launches your ads aren’t generating tons of profit. Examine the data and make improvements to your ads targeting, creative, and landing pages.Incremental improvements in clickthrough rates and conversion rates can have a huge impact on profit. Use the ads calculator to explore the impact these changes could have. Watch your ads like a hawk for the first month and you’ll avoid big mistakes.3) Don’t place your ads in a vacuum.Ads act like a megaphone to amplify your marketing campaigns and content. The more complete and well developed your campaigns are, the better your ads will perform.Think about it: Which ads do you think perform better? Those promoting your homepage or those promoting a remarkable piece of content that helps someone?Bingo. Those promoting awesome content.Campaigns that use ads should be treated like other campaigns. Establish your goals first, build great content, focus your message and optimize your landing pages, then figure out how ads can help amplify your message. Taking this combined approach and only using ads as a strategic component of your marketing campaigns will pay off.So how much should you actually spend on ads?Assuming you’ve run the numbers and now know what you can expect in terms of profit and ROI, it’s time to launch a campaign. To do this you’ll have to make two budget decisions, regardless of where you are advertising:Total campaign budget or duration: How much do you plan to spend in total? How long will the ads run for? Be aware that if you don’t set a limit there will be no maximum or end date.Daily budget: How much do you want to spend a day?There are two ways I see most marketers use ads, short-term and long-term. Let’s take a look a both …Short-term ads. Budget = at least a few hundred dollars over a month.When marketers use ads for a short-term goal, it’s usually to jump start a campaign or boost content that needs a bump. These ad spends are generally smaller and shorter, but can be large.If you have a few hundred dollars to spend, spend it this way. Create a social post that promotes a piece of content and then use your ads to boost the post. Facebook, Twitter, and LinkedIn all have good solutions for this. Make sure you use the social network that gives you the best targeting for your persona and returns the most valuable leads. Measure this by assessing the quality of the leads generated after the campaign.Long-term ads. Budget = at least a few thousand dollars over a quarter.Ads can be a great solution in a pinch but if you really want to use ads strategically build them into your overall marketing strategy. This means more consistent, quarterly ad spends.Consider how potential customers make purchase decisions and use ads to influence them. This may mean always relying on search ads or retargeting to make sure prospects find you when they are ready to buy. You’re more likely to accumulate better data taking this approach, which will allow you to get more sophisticated in how you optimize your ad spend.Whatever budget you choose and whichever approach you take, make sure to ask a lot of questions about your ad spend. Even with the right approach, it’s easy to burn through money fast. Safeguard yourself by knowing what to expect and having clear expectations. Originally published Jul 19, 2016 6:00:00 AM, updated August 03 2017
Because of their exceptional traction, roast will introduce your blog to new audiences — the State of the Twittershere introduced the Inbound Marketing Blog to newspaper readers and France and Canada for the first time. This, in turn, will help expand you blog’s reach. State of the Twittersphere cartoons On the Inbound Marketing Blog, we’ve been using Spinach – Healthy, Thoughtful Posts Ian-S Clearly a great blog Tabasco – Articles That Start Fires You should work hard to make sure you’re good at these posts — that you can whip them out, and that your readers engage with them and like them. runaway wind rmburnes Inbound Marketing & the Next Phase of the Web ” is a good example. , Roasts – Big, Hearty Projects I hosted. For this blog, I focus on five categories of posts. Last week report is a great example. It took a lot of time to pull the data together and do the analysis, but it got great traction. Download the free Advanced Business Blogging webinar Content Types Jurgen Appelo Like this article? massdistraction Raisin Bran – Useful, Everyday Posts The challenge with a roast is to make sure you pick the right project. It’s a lot of time to invest in a single article, so you need to make sure you’re producing interesting, unique information. to add levity. However you accomplish it, the key to successful chocolate cake posts is simple: have fun. , got me thinking about food as metaphor to describe them, so I thought I’d share what I came up with. thrives on a mix of content — but what type of mix? These are posts that take a lot of time, but that get a lot of attention and inbound links. Our and What do you think? , These are the posts that establish your business and your blog as a thought leader. They’re posts that probe new developments in technology and changes in your industry. They’re generally a little longer than typical posts, and they take longer to write. My Post ” Originally published Jan 23, 2009 8:22:00 AM, updated October 20 2016 Chocolate Cake – The Sweet Stuff What kind of posts do you publish on your business blog? Topics: A Message for the Post Office: Direct Mail Is Dying .” This upset a lot of our readers who rely on direct mail. They spoke up — sometimes in sharp tones — in the comments, and we had a lively discussion. Lots of people linked to the article with posts of their own, and the result was that a lot of the nuance about direct mail and its status was uncovered. You can’t do these posts everyday. But they’re an important part of your overall blog mix. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack , barron Make sure you do these from time to time (and take the time to do them well), but don’t do them too often. Too much spinach, and your readers will get tired of it. Flickr Photos: Every so often you need to write an article that asks tough questions. These posts might upset a few of your readers, but they also launch important, valuable conversations. For example, last week I did a post called ” Every blog needs fun stuff that goes down easily and shows that you don’t take yourself too seriously. These types of posts come in all sizes, shapes and forms. If you publish a business blog, you probably know how easy it is to get stuck in a rut, writing the same articles over and over again. videos
Transparency is a powerful thing. Especially in an industry where no one really trusts any of the vendors.You know all the jokes about Chinese restaurants serving dog and cat instead of chicken.What if you opened a Chinese restaurant, and had a big glass window giving a view into the kitchen from the main dining room?People would talk about it. They would like it. Even if your kitchen were no cleaner than other kitchens, the fact that you let them look says something.It also would change the way your staff worked. They know customers are looking at them while they cook your food. The wait staff and the manager could be watching too. The kitchen staff would cut a lot fewer corners.Just by making your cooking process more transparent, you could really change your restaurant’s business.What can you make more transparent in your business? How can you build more trust with your customers? Here’s an example.Photo credit: avlxyzWebinar: Rethinking MarketingWant to learn more about how you can use inbound marketing to grow your business?Download the free webinar to learn how to turn your website into an internet marketing machine. Originally published Mar 6, 2009 8:19:00 AM, updated March 21 2013 Topics: Branding Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Date and time: Twitter @Anywhere , took the stage to a packed room at South By South West Interactive on Monday afternoon to break some major news about Twitter. Digg . Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Twitter’s new feature called @Anywhere to learn what makes tweets contagious and how to create tweets that will go viral and increase your reach and authority.. should help people discover more interesting information and then help Web sites build more consistent traffic and engagement around their content. He says that the service is designed to make it easier for people to connect. Williams explains that Since starting in late 2006, Twitter has emerged as . Social Media Marketing Book The conversation started with an announcement from Willliams about http://blog.hubspot.com/sxsw A Look Inside Twitter The Huffington Post Conferences Twitter Twitter.com is a consumer interface, but CoTweet and Hootsuite built a business on Twitter creating a customer service interface. He also pointed out theirs is a hardware device that lets bakers automatically tweet when new cookies are coming out of the oven. , which integrates Twitter into Web sites, allowing people to follow people and get Twitter data without actually visiting Twitter.com. This platform will launch on about 16 Web sites, including Originally published Mar 15, 2010 10:49:00 AM, updated October 20 2016 In discussing his leadership approach to Topics: and Join Dan Zarrella, HubSpot’s Social Media Scientist and author of the , Williams says that he spends half of his time thinking about the product and the other half on focusing on organizational issues. He also mentions that he tells new employees to remember that there are more smart people outside of the company than inside of it. a major leader amongst social media platforms for a 30 minute overview of the Science of ReTweets! Reserve your spot now Friday, March 19, 2010 at 1:00pm ET . Hungry for more content from SXSW? Check out our HubSpot at SXSW content feed at Live Webinar: The Science of ReTweets With Dan Zarrella Evan Williams, CEO of He aknowledged that sharing data with Google and Microsoft was a difficult discussion in the organization. Once people realized that, it helped better distribute the awareness of Twitter. Openness was a constant theme of many answers from Williams.
Originally published Jun 15, 2010 12:00:00 PM, updated October 18 2015 Content Types Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Learn how to build your business blog into an inbound marketing machine. Download the free webinar to learn how to create a thriving blog. Cooking and blogging — they have more in common than you might think. When you make dinner, you take a variety of ingredients and mix them together to create a balanced meal. You should look at blogging in the same way. Create a mix of posts using text, video and more. Here are five types of blog posts you should be writing: 1. Raisin Bran – Basic, Ever yday Posts . These posts are the foundation of your blog. They should be educational and you should get good at producing them quickly. Be sure to use keywords in the title and throughout the body of each post. 2. Spinach – Healthy, Thoughtful Posts. This type of post is designed to establish you as a thought leader. Unlike your basic, everyday posts, these posts will be more in-depth and may take extra time to write. You don’t need to write as many of these. 3. Roasts – Big Blog Projects. These are blog posts that involve extra research or analysis and take more time to create. This type of blog post can generate a lot of inbound links to your blog and discussion. Choose your topics wisely and this type of post will set your blog apart from the competition. 4. Chocolate Cake – Sweet Stuff. Mix some fun into your blog. Typically this type of blog post will grab the reader’s attention and can lead to lots of links and traffic. Video, images and cartoons are great examples of fun posts that help diversify your blog content. 5. Tabasco – Posts That Start Fires. Make a bold statement about your industry. Just be prepared to defend yourself; this type of blog content can be polarizing. Expect to gain a lof of links and comments (good and bad). Be careful not to write too many of these, as you could lose your audience’s trust. What other types of blog content do you create on your blog? This article was written by Shaun Pinney, a member of our consultant team at HubSpot. Check out Shaun’s Bio .Photo Credit: TiffanyWashko Webinar: Advanced Business Blogging
only 19% saying the medium was completely or very trustworthy my previous post only a third of the online population used both Further research showed that even though Facebook and Youtube were popular sites Social Media In the UK among users aged 16-24 attributes of each, while content is the driving force for 20% of social networking time was spend on a mobile device this post earlier this week, online ad spending in the UK is far and away the largest per user spend of any country in the world. social media advertising is predicted to grow at a rate of about 45% over the next two years Inbound Marketing In 2010 most consumers were pretty skeptical of information published on social networks with eMarketer just released a comprehensive report on the state of social network advertising and the findings are pretty interesting. It’s no surprise that , utilizing two channels such as video with social media can create a synergy that can often result in increased adoption and an overall success. With the ease of multimedia production these days, video offers another great method for driving engagement. Bruce Daisley, head of YouTube and display at Google UK had this to say about video and engagement: and this number is growing. As the sharing of media becomes easier and easier on mobile devices it is essential that your content is presented in a way so that when it is shared it can be easily consumed. . According to a poll by the Ipsos Marketing’s Consumer Goods team, consumers were more likely to visit a company’s website than become a Facebook fan or follow a company on Twitter. However, when looking to connect with other customers or share opinions Facebook was the preferred method. How do you take advantage of this? Use social media to communicate with your loyal following and let them be evangelists for your company. Listen to the feedback your getting and respond to customer requests, so that when a new visitor comes to your Facebook page they are confronted with glowing recommendations from your existing customers. Originally published Jan 21, 2011 3:00:00 AM, updated July 11 2013 . However, of the complainers that did receive responses only 40% received a quick response , so make sure you respond to those complaints! In a IAB UK study of the 7.7% of respondents who said they had complained about a brand on a social network or forum Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Engage With Your Followers Once again this reinforces the idea that content is the driving factor for a lot of a websites traffic. The key takeaway from this quote is that “content is the driving force.” Whether it’s a video, a blog post, an audio clip, or an online game, remarkable content is going to be what gets shared. Topics: strategies, and this research shows the complementary Keep Creating Great Content . As mentioned in roles the two sites can take. Key findings are that brands “More brands are trying to work out how to drive their social As I mentioned in I hope that some of these tips were helpful in helping you to understand the importance of social media in regards to the future of online marketing and getting started with your social media marketing strategy. Advertisers, especially small and medium sized businesses, need to start thinking about alternative advertising channels in order to stay competitive without burning through their marketing budget. Inbound Marketing offers a great alternative to traditional advertising methods. Inbound Marketing levels the playing field by rewarding quality of content instead of size of marketing budget. Another area that small and medium sized businesses can utilize in order to stay ahead of their competition is social media. whether users share or ‘like’ a brand.” . What I did find surprising was that social network ad spending is currently only 3% of total ad spending and that this number is only expected to grow to 6% in 2012. What this says to me is that social media marketing is a huge opportunity for businesses looking to increase their online presence in the near future. Once again, the time is now and below I’ve listed a few ways you can start to take advantage of this. Establish Trust With Your Audience Optimize for Mobile 78% said they were pleased with the replies advertising on YouTube and Facebook benefit from the
apple -ipad -iphone Filter Tweets by Source This only works for tweets that include geolocation information, but it can be really cool if you’re trying to focus on a particular, localized event. Tweets with Links For a full list of Twitter search operators, Even More! click here Topics: It’s an amazingly powerful tool, and these tips can help you use it more effectively. You probably won’t use this filter too much, but I’ve found it helpful to sometimes include “-source:tweet_button” to remove all tweets generated when someone simply clicked a “Tweet” button. These are pre-populated tweets, and normally they aren’t really saying anything interesting. that lets you search through every public Tweet over the last few days, and you don’t even need a Twitter account to use it. But sifting through all of that information can be a bit overwhelming. If you want to focus your search on all tweets coming from a certain location, you can add “near:” and the name of the city. This is supported for most major cities in the world. You can also add a “within:” operator to specify the distance from the area, like “near:Boston within:15mi”. With more that ” to remove mentions of the technology company’s most popular devices. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack 140 million Tweets A lot of times the keyword you’re searching for is used in multiple contexts, and not all of them are related to what you’re looking for. A search for ” Originally published Jul 21, 2011 3:10:00 PM, updated October 20 2016 exclude Retweets The negation operator can be used in conjunction with many of the other search filters, as you’ll see below. Twitter offers a Add “filter:links” to your query to only return tweets that contain links. You can tell Twitter to specially free, public search tool that the link contains this domain. So even if people are tweeting links to your site using different shortening services, you can still search for your domain and see all links that point to your site. A lot of people use Twitter to share links to stories, but sometimes you want to focus on what people are saying, and not what they’re sharing. If you’re looking for opinions or feedback on a topic you might want to exclude all tweets with links by using “-filter:links”. knows You can choose to include or exclude tweets based on where they were sent from by adding the “source:” operator. One of the really cool features of Twitter search is that it “peers” into shortened links. That means that if you tweet a bit.ly link that points to an article on this blog, Twitter sent per day, Twitter contains tons of information from the collective public conscious. apple If you want to exclude all retweets, simply include “-RT” and you can focus on original tweets. SEO and Social Media tweets that contain a word by adding a single dash directly before the word. Make sure you don’t put a space between the dash and the term. You can look for retweets by adding “RT” to your query. Even when someone clicks the “retweet” button and doesn’t actually add an “RT” to the tweet, it will still show up with an “RT” in Twitter search. . You can leverage Twitter Search to conduct market research, collect feedback, or see what people are sharing on your website. Here are some Twitter search tips that will help you find the information you need. The Negation Operator Focus on a Geographic Area ” might return results about the technology company, as well as the dark red fruit. This tells Twitter to exclude any result that contains that term, and helps you focus your search on the right context. So if you wanted to look for tweets that focused on the fruit, you might use “
Social Media Engagement Originally published Sep 13, 2011 1:01:00 PM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Social media can be a great promotional vehicle for sharing your content and helping it reach an extended audience beyond your direct network of fans, followers, and subscribers. But are you missing out on some low-hanging fruit to make sure you give your content what’s necessary to help it spread?When it comes to spreading content in social media, some of the easiest-to-pick pieces of low-hanging fruit are social sharing buttons. Adding social sharing buttons for sites like Facebook, Twitter, LinkedIn, and Google+ to your website, blog articles, and landing pages is a simple way to encourage visitors to spread your content and reach even more potential customers.So if it’s so easy, everyone must be doing it, right? Wrong.According to a recent study conducted by SEO platform BrightEdge Technologies, the homepages of almost half of the top 10,000 websites studied (46.4%) had no social links or plugins installed.But what’s even more interesting is the impact of the social sharing buttons that were used on the other 53.6% of websites. Looking at the effect of social plugins on a website’s traffic and how much content is shared, BrightEdge also conducted analysis on over 4 million tweets. When studying how often a website using a Twitter sharing button was mentioned on Twitter, on average, a website with no Twitter share button was mentioned just four times. However, websites that did include a Twitter sharing button were mentioned 27 times, on average. Therefore, including a Twitter share button increased Twitter mentions sevenfold.Marketing TakeawayDon’t miss out on easy opportunities to help your content and messages spread. Adding sharing buttons to your website is simple, yet half of the top websites don’t do it.BrightEdge Technologies’ study focused on social sharing buttons on websites’ homepages. While a website’s homepage isn’t the only place marketers should be adding social sharing links, the study’s findings indicate just how powerful they can be. When incorporating social sharing buttons into your website, be sure to add them to any page you have content — landing pages, blog articles, product pages, etc. It’s an easy, sure-fire way to extend your reach.Have you added social sharing buttons to your content yet?Photo Credit: joyosity Topics:
Topics: Not only will your press release performance improve, but you’re able to repurpose some of that visual content in other areas of your marketing — like emails, landing pages, social media, and blog posts.The Drawbacks of Using Press Releases1) Press releases alone don’t help your SEO.As mentioned earlier, press releases can help SEO if there is additional editorial content published as a result of your press release. However, despite popular belief that press releases help your SEO, they actually don’t help as much as you think. A recent article quotes Matt Cutts of Google verifying that your SEO ranking in Google will not increase after a press release is posted.Why is that? Because press releases are syndicated for a certain amount of time … but are actually taken down at some point. Even though they are full of keywords and your company’s name, their temporary status online does not lead to any progress in the SERPs.As mentioned before, press releases can help your SEO in an indirect way — by leading to other beneficial press. However, your PR strategy should not depend on them for SEO success. Use them as a means to an end that will get you higher rankings, instead.2) Press releases don’t improve your communication with consumers.Even though press releases may get the attention of a journalist, it is very unlikely that it will reach your target audience (or enough of them to make a difference in your marketing). Consumers like to read information in a way that is easy to digest, and feels more natural — like news stories and blog posts. The press release format takes longer to read, and is often harder to understand without reading a couple times through. In a world with thousands of stories being posted every hour, readers want to be able to quickly understand the story by reading it through a blog post or another form of writing.So marketers, that means in addition to posting your press release, you should make sure the content is somewhere else in a better format so that your audience gets access to it. Instead of promoting your press release through social channels or email, promote your blog post to achieve the same effect of the press release and get your audience the information in the announcement.3) Press releases are difficult to measure.Data is the prime way marketrs can prove success to the rest of their department and company. Unlike other parts of your marketing strategy, however, press releases are extremely difficult to measure, and therefore it’s hard to prove whether or not they are successful. I mean, it’s pretty hard to say “X amount of people viewed our release, and X amount of journalists decided to write about it/not write about it as a result.”Do not rely on press releases to be the way you prove to your boss that public relations is a necessary part of your marketing strategy. Press can be measured in some ways, like how many times your press release was reposted, or referral traffic from the release (if you used tracking tokens in your release’s links), but it’s hard to get an accurate number of just how many leads or customers are generated as a result of your work.4) Press releases are not cost effective.Posting one press release can cost hundreds of dollars, if not over a thousand dollars. Many times they are not picked up by journalists and are simply reposted on other websites. They have become a bit outdated as public relations relies more on building relationships with the media instead of sending out hundreds of emails with press releases to journalists you may not even know.Marketers, instead of spending your dollars on posting press releases to the wire, spend time meeting with journalists, figuring out what they look for before writing a story, and finding out what beat they write about. Building these relationships with the media will end up paying off much more than having a strategy where you simply post press releases onto the wire.What other things are press releases great for — and not so great for — in your marketing?Image credit: Ionics Originally published Jan 14, 2013 9:00:00 AM, updated September 05 2017 Public Relations Are Press Releases Effective?Press releases have become less meaningful to reporters that read them, as more low quality submissions have flooded the market. While still a viable marketing channel, over time press releases have become less favored to other digital tactics that are measurable, scalable, and cheaper.When a marketer sets out to create a public relations strategy, the first move is often to get started publishing press releases. That would have been the most effective way to get out your message and get some press … years ago. However, there are now other tactics that need to be coupled with press releases in order to make them effective.As a marketer, it’s important to know when press releases will benefit your public relations strategy, and when another tool or tactic should be used. There are many cases when press releases are still valuable to use, but there are even more misconceptions about them. We’re going to debunk all of those right now, and lay out exactly when press releases rock — and exactly when they don’t.Download Now: Free Press Release TemplateThe Benefits of Using a Press Release1) It will be picked up by other publications.The purpose of a press release is to get your news in front of as many people as possible. Many companies see success by posting a press release to the wire, where it will be sent out to thousands of publications and ultimately reposted other places online.But how do you really get some attention with this tactic? First, we’ve found that when companies include data in their press releases, it’s even more likely that it will be picked up by other publications. But even more important than presenting your story with interesting soundbites — yes, there’s more to success here than just quality content (gasp!) — you need to get your timing right.According to our own Dan Zarrella’s research, press releases are viewed on average about 275 times during the week:And the media views it about an average of 70 times during the week:The more people, especially journalists, who are viewing your press release, the more likely you are to have it picked up by other publications. So if your goal is to get a lot of views and reposts of your press release, it may be something valuable to include in your strategy, provided you’re timing it right ;-)2) You build links.One of the greatest benefits to including PR in your marketing strategy is link building. Even though an actual press releases does not necessarily help with SEO (stay tuned for more information about that later on), the editorial coverage you get from a press releases will bring great benefits to your SEO. Make sure to include keywords that you want to rank for in your press releases so that when journalists see the release, they may include some of those keywords, themselves — particularly if they pull quotable snippets from you to include in their own coverage.According to an article by Search Engine Watch, there is tremendous synergy between SEO and PR — and hey, we believe it, too. The press that stems from a press release is a boon for SEO managers everywhere, because remarkable actions spur people to create (read: activity that warrants press coverage) tends to spur content coverage. And coverage of your brand often also comes with inbound links back to your website. That means you shouldn’t depend on your press release to do all the work; it might simply be the means for communicating to the rest of the world that more coverage of a story is warranted. You can, however, use press release real estate to sprinkle in important keywords, and include helpful links for readers and media alike.3) They help journalists check information.When you create a press release, all of the information you want journalists to know about your company is in one place. Even external documents, including presentations and research documents, are available in a press release, making it really easy for journalists to find and accurately reference all of the information they need to write their story (about you!).Even when you’re connecting with a journalist by e-mail, and not just putting a press release on the wire in the hopes it will be picked up, include an attachment to a press release to help the journalists out. It makes writing about your company insanely easy, and establishes a good relationship that will help you get future press coverage.4) They refine your messaging.As you’re putting your press release together, you need to make sure you’ve nailed your messaging for the announcement to get maximum exposure. It’s the place everyone will go — both within your company, and externally — to get “the story” and cite important data points. When you’ve refined the messaging of your press release, you’re providing the right messaging for all other content creators to draw upon. From bloggers, to sales reps, to external content creators, everyone will be speaking about your brand with a unified message that’s set forth during the drafting of your press release.5) The best press releases provide content for other marketing channels.The content you should include in press releases is pretty standard from release to release: an opening paragraph giving more information on the story; background information on the company; quotes from employees; and, of course, your boiler plate at the end. But then there’s the extra stuff that takes a press release from typical to rock-star status. For instance, the previously cited research from Dan Zarrella shower that if you can provide links to videos and embed pictures in the press release, that increases engagement by about 18% for photos and 55% for videos. Don’t forget to share this post! 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Gary DeAsi, Marketing Operations Manager, SmartBear Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Jun 12, 2013 12:30:00 PM, updated October 30 2019 Pain: Improving Your Long-Term Email Marketing Strategy With A Single EmailSolution: A/B Test Every Email You SendThe “problem” with every email you send is that it depends on a variety of factors for success. Did you see dramatically impressive results because of the subject line or the call-to-action copy? Did the email totally flop because of the visual employed or the length of the actual message?Unfortunately, you won’t be able to solve these questions immediately. And you can’t magically create a plan for long-term email success in one day. This makes it difficult to pull out a trick from your back pocket when you’re in the need for a quick email win. That’s where A/B testing comes in. A/B testing can benefit the overall growth of your email marketing channel by providing you with bits of insight every day. Every email you send without an A/B test is a lost opportunity for growth. It’s also a lost opportunity to remedy future email campaigns.Try creating a backlog of A/B testing ideas that you and your colleagues can continuously add to. You can then pull from this list every time you send an email to ensure you’re benefiting your long-term email strategy with some insight from your email audience. For example, in 2011, we conducted a test to see if including a personal name in an email’s “from” field would increase email clickthrough rate. In the test, we saw that the control (From “HubSpot”) had a 0.73% CTR while our treatment (from “Maggie Georgieva, HubSpot”) had a 0.96% CTR — the personalized “From” field was a clear winner with 99.9% confidence.That one test has now served us through our email marketing strategy as a whole.”A/B testing is a critical part of improving email results over time, and each email you send is an opportunity to test some element of your campaign. I keep a backlog of these elements to test so I have something in mind every time I’m ready to sit down and create an email.” Ellie Mirman, Head of Marketing, Mid-Sized Business, HubSpot Laurie Cutts, Director of Marketing, Nanigans Pain: Overseeing a Tiny Mistake in a Huge PromotionSolution: Create an Approval Process or ChecklistOh the joy of clicking “send” on an email. You’ve dedicated time to the message, the layout, the call-to-action, and every detail in between. An hour later, you get your first response. YES!, you exclaim in joy, only to learn that your email didn’t include social share buttons for people to spread the content.Whether it’s forgetting to include social share buttons, specify a suppression list, or a good ol’ typo, tiny mistakes like this can give you a big, unnecessary headache. You can resolve this by either having an approval process in place for your emails, or by simply creating your own email checklist. The checklist option is more tactical, including elements such as sending to the right list, selecting the correct suppression lists, ensuring all hyperlinks work, and proofreading all content in the email.”In many companies, there is an approval process before sending an email. Certain people need to write copy, others design the email, and others need to review and approve before it goes out the door. Because of this, email can get stuck in circles, or, a marketer is rushing at the last minute to send something out. To ensure that the email creation process goes smoothly, set up a brief process document that everyone has visibility to. Also, let other knows that in order to send out email, requests and deliverables need to be given X amount of days in advance.” Email Marketing Jenn Schlick, Product Designer, POP-Market Planning email marketing campaigns can be, well, a pain. As much as you may love your job, it can still become tedious and difficult to plan email campaign after email campaign. And what happens when you have more emails on your plate than you can manage?I’d guess that a crafty little outbound devil comes and whispers into your ear a slew of easy tactics to get your message out …”Just buy a new email list and send them the same message you sent last week!””Design doesn’t matter — just throw in some words and ship it!””Segmentation takes up too much of your time … just send the same email to everyone!”Click here to download our free beginner’s guide to email marketing.While these aren’t exactly the best tactics … I understand (even as an inbound marketer) how tempting it can be to take the easy way out.So I turned to some of the best email marketing experts I know to get insight into the tips and tricks they’re using to make email marketing awesome and as pain-free as possible. Below you’ll learn about the various problems or pain points they’ve admitted to encountering, proposed solutions for each, and personal insight into why those solutions are valuable for them.Pain: Generating the Necessary Clickthrough and Open Rates to Meet Conversion GoalsSolution: Segment Your Marketing Messages There’s a variety of data around specific trigger words and character counts that help your email open and/or clickthrough rates. According to Experian, including the word exclusive in email promotional campaigns boosts unique open rates by 14%. But if you’re looking for a consistent method for generating the necessary open or clickthrough rates, you can’t simply manipulate your email copy to include a specific word each time. It’s repetitive, uninviting, and frankly not always true for the actual message or offer at hand.Segmenting your emails is a friendly, lovable way to attract the clickthrough and open rates you’re longing for. In fact, data from HubSpot Social Media Scientist Dan Zarrella shows that marketers who segmented their email database into 2-6 lists saw an 8.3% email clickthrough rate, as opposed to the 7.3% clickthrough rate seen by marketers who used a single list for all their email marketing.”For any evangelical inbound marketer, the benefits of any marketing email should be twofold. The recipient should receive something of value and directly in line with their needs and interests, and I, as the marketer, am looking for a certain percentage of clicks and opens in order to meet traffic and lead conversion goals. By utilizing list segmentation, I can send more targeted emails only to the contacts who have displayed previous interest in a certain topic or offer, therefore greatly increasing the likelihood of an email open or click. Most importantly, I’ve introduced context into the equation, greatly increasing the likelihood of a relationship.” John Bonini, Director of Marketing, IMPACT Branding & Design Pain: Mobile Friendliness Solution: Keep Your Emails Clean With a One-Column LayoutA Gartner study revealed that 74% of smartphone owners use their devices to check their email. Clearly, your emails need to be mobile-ready for the mass population of smartphone users.When it comes to mobile optimization, the immediate thought is to either invest in a mobile application or use software that automatically configures your content for email. While both are beneficial solutions, and the latter is oftentimes critical, having even just a clean email message can help drastically.Mobile users expect information to be delivered in a way that is clear, concise, and to the point. The best way to accomplish this is by sticking to a one-column template, since this format will more easily adapt to multiple screen sizes. Oftentimes marketers use multi-column templates and fancy formatting to capture reader interest. But all this usually does is distract the reader and create an uninviting mobile experience.”Consumers now interact with their email on multiple devices, so it is critical for marketers to deliver a consistent experience across all channels. This will improve the customer experience as well as conversion rates.” Jessica Meher-Quirk, Head of Enterprise Marketing, HubSpot Sarah Goliger, Inbound Marketing Manager, HubSpot Everything You Need to Send the Perfect EmailIn addition to curating the insights above, I spoke with a handful of email marketing experts at HubSpot to dive deeper into how I, as a content strategist, could create something that would benefit their email marketing lives. I invited these experts to a brainstorm meeting during which I posed questions about what would make their email marketing lives easier. This brainstorm unveiled endless opportunities to support email marketers of the world, ultimately leading to the creation of Marketing Box.Marketing Box is a free, virtual package of all the templates, tunes, and training you need for email awesomeness. You can learn more about it, and the science behind it, in the SlideShare below and download it to use as your own resource here. Here’s Everything You Need To Know About Sending The Perfect EmailWhat other email pain points have you come across? How do you alleviate them? Share in the comments! Pain: Lack of Time to Create Emails From ScratchSolution: Clone Old Emails & Update With Fresh Copy, Subject Lines, Etc.Time seems to be the pain point for, I don’t know, everything? But when it comes to email specifically, according to BTOB Magazine, 49% of B2B marketers spend more time and resources on email than on other channels.One of the easiest ways to save some email creation time is to clone existing emails. I know — you’re probably thinking this is a pretty cheap tactic. We’re not saying you should simply resend the same messages, but rather use the same solid foundation you’ve already built to create future email messages. For example, image placement in many email service providers is incredibly more efficient when you simply drop a new image in place of where an old one was, versus dropping and resizing and/or reformatting a new image.”As marketers, we just don’t have the time to always be starting from scratch. If I need to put together an email quickly, I’ll find one that I’ve already sent that uses the template I want, and update the copy, images, and links. This way I don’t have to deal with tedious formatting, and it’s ready to go much sooner.” Topics: Pain: Running Simultaneous Email CampaignsSolution: Create Static Lists to Keep Track of Every Campaign Gary DeAsi from SmartBear Software says that email can quickly become a juggling act when you have to keep track of which leads receive which emails, which leads have been touched recently, and which leads have not been touched in a while. Many times leads will belong to multiple segments, so they may qualify for several email campaigns in a given time frame. When you’re running many simultaneous email campaigns and using filters to suppress leads who have already been sent certain emails within certain time frames, this can cause your marketing automation system to take much longer to calculate your inclusion lists and get your emails out, and it’s a real pain to keep track of manually. This problem can be solved by creating smart and static lists. You can do this in a number of different ways, but two common ways is by asset and by time frame.For example, if you were sending out an ebook to a segment in the first week of a given quarter, you might create two lists. One that “was sent ebook A” and one that “was sent email in week 1.” Now you have to ensure that any leads that get sent that ebook are added to static list number one, and any leads that are sent an email that week are added to static list number. Then when you go to send that ebook out again in a future email campaign, simply add a filter that suppresses any leads that are a member of list number one, and when you send out more emails that week, add a filter that suppresses any leads that are a member of list number two.”Creating static and smart lists will allow you to ensure leads are not sent the same piece of content multiple times, and are not touched multiple times within a given time frame. If you try to accomplish this using filter logic, it will take the system much longer to calculate, whereas with static lists it is a simple true/false statement. This trick will help you be really granular, timely, and precise when managing multiple email campaigns simultaneously, and you will also notice it comes in hand down the line for reporting.” Pain: Designing Emails When You’re Not a DesignerSolution: Use Pre-Built TemplatesAs we’ve already discussed, time is a much-needed resource when it comes to email marketing. And while you may be trained in how to use your diction to properly position and promote your message, you may have never received the opportunity to learn the design component.That’s where pre-built/pre-designed templates can be extremely valuable. By having a set of email templates at your disposal, it allows you to “drop in” your core content and prepare a professionally built email much faster than if you were to outsource design or let design live in a silo outside your immediate team. Consider hiring a designer to build a series of templates that work with your email software, and have those ready in your back pocket for future email sends.”Designing email campaigns can be a source of both pleasure and pain for marketers. The pleasure comes from laying out your message in an appealing format for your readers to enjoy. But time and resources can be a pain. In the end, your team should have a design-driven framework to tell a story. The bones of a campaign come from a template, but the meat still comes from the marketer.”
Topics: The advertising industry has a major morale problem, and it’s not going to go away on its own.Campaign US recently conducted the Second Annual Morale Survey for 2016, and their findings reveal a staggering decline in overall morale among agency employees. Along with slipping morale, the study also uncovered a troubling host of symptomatic issues, such as talent retention and a decline in employee performance.So what are the root causes of this morale problem? What impact will it have on talent retention? What areas of employee experience do agencies need to make an effort to improve?Subscribe to HubSpot’s Agency newsletter today.To help agencies tackle these questions and visualize the challenges in front of them, we created the following five charts based on the Campaign US survey results. Check them out below to see the far-reaching effects morale has on the industry.1) Overall morale among agency employees has steeply declined.When Campaign US conducted their first Annual Morale Survey back in 2015, only 34% of employees said their morale was either low or dangerously low. Those numbers were alarming at the time, but they haven’t improved — in fact, morale among agency employees has experienced a distressing decline in 2016.This year’s survey results found that 47% of agency employees report either “low” morale (31%) or “dangerously low” morale (16%). That’s a 36% drop in overall agency employee morale between 2015 and 2016.Data Source: Campaign US Morale Survey2) Agency employees with low morale also reported dissatisfaction with leadership and advancement.So what factors are responsible for this drop in morale? Survey participants who reported having “low” or “dangerously low” morale were asked to explain the reasons behind their responses.The top factor contributing to low morale was a dissatisfaction with company leadership, followed closely by a lack in advancement opportunities, and a general dissatisfaction with work. Less impactful were overall company performance and diversity.Data Source: Campaign US Morale Survey3) Work/life balance is the biggest factor for agency employees with good morale.Of the 53% of employees who reported “satisfactory,” “good,” or “excellent” morale, “work/life balance” was the biggest influencing factor. The other two big contributors to positive morale were “satisfaction with work” and “creative freedom.”Data Source: Campaign US Morale Survey4) Agency employees affected by low morale are ready to walk away.If any agencies still needed a wakeup call, this is it: 63% of employees who reported low morale were also actively seeking a new job. That means a whopping 29% of agency employees are looking to leave their current positions — which puts agencies in a precarious position. Data Source: Campaign US Morale Survey5) Low morale has a massive impact on agency employee performance.Unsurprisingly, morale has a major impact on overall employee performance. Regardless of whether they reported high or low morale, 98% of respondents said that morale had an effect on their performance.If employees don’t feel their needs are fully supported, their performance takes a hit. With nearly half of all agency employees reporting low morale, this could spell disaster for the ad industry’s bottom line.Data Source: Campaign US Morale SurveyHow is your agency planning to boost morale this year? Share your advice in the comments. Agency Talent Originally published Nov 8, 2016 5:00:00 AM, updated February 01 2017 Don’t forget to share this post!